Donate a toy this Christmas with Amazon and In Kind Direct

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There are always families who struggle at Christmas and perhaps none more so than the past couple of years during the pandemic. Christmas should be a magical time for children, and that’s why Amazon, in collaboration with Charity In Kind Direct, will be delivering games and toys to children in vulnerable situations across the UK this Christmas and you can help donate a toy to make someone’s Christmas that little bit more special.

Amazon and charity In Kind Direct invite you to donate toys at In Kind Direct will distribute the toys to families across the UK, last year more than 6,700 toys were donated in Europe. In the UK, and across Europe, the initiative is set to deliver smiles to thousands of vulnerable families in the run up to Christmas. Alongside managing the delivery of toys to In Kind Direct, Amazon will also donate all profits from the sale of the toys to the charity.

In Kind Direct work with charities, community groups, foodbanks and schools who support a wide range of social issues, from hygiene poverty and domestic abuse to unemployment, homelessness and mental health support needs.

“Across the UK, many families are struggling this year with financial challenges and simply can’t afford toys and games to gift to their children, and the resources of charitable organisations are more thinly stretched than ever. With the support of companies like Amazon we are now helping over 220,000 people every week feel valued and cared for, and over 3,000 charities, schools and community groups run their vital clubs and services that enable communities to thrive.”
– Rosanne Gray, CEO, In Kind Direct

Amazon are making it really easy for you to donate a toy – simply visit, and choose a toy from the wish list. Once the toy is added to your shopping cart, select the option “In Kind Direct’s Gift Registry Address” – it will already have been added as a shipping address to make things easy for you and your purchase will be delivered to In Kind who will make sure it goes to a child this Christmas.


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